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jourablou, masoud, tojari, farshad, divkan, behzad. (1403). Identifying Factors affecting team brand experience and sponsor brand experience in the Iranian Football League. سامانه مدیریت نشریات علمی, 5(2), 44-56. doi: 10.22098/rsmm.2024.14300.1303
masoud jourablou; farshad tojari; behzad divkan. "Identifying Factors affecting team brand experience and sponsor brand experience in the Iranian Football League". سامانه مدیریت نشریات علمی, 5, 2, 1403, 44-56. doi: 10.22098/rsmm.2024.14300.1303
jourablou, masoud, tojari, farshad, divkan, behzad. (1403). 'Identifying Factors affecting team brand experience and sponsor brand experience in the Iranian Football League', سامانه مدیریت نشریات علمی, 5(2), pp. 44-56. doi: 10.22098/rsmm.2024.14300.1303
jourablou, masoud, tojari, farshad, divkan, behzad. Identifying Factors affecting team brand experience and sponsor brand experience in the Iranian Football League. سامانه مدیریت نشریات علمی, 1403; 5(2): 44-56. doi: 10.22098/rsmm.2024.14300.1303

Identifying Factors affecting team brand experience and sponsor brand experience in the Iranian Football League

Research in Sport Management and Marketing
مقاله 4، دوره 5، شماره 2، تیر 2024، صفحه 44-56    اصل مقاله (608.42 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22098/rsmm.2024.14300.1303
نویسندگان
masoud jourablou1؛ farshad tojari* 2؛ behzad divkan3
1PhD student of Sports Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2Profesor of Sports Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3Phd of Sports Sciences, Tehran East Branch, Islamic Azad University, Tehran, Iran
چکیده
Purpose: This research aimed to identify the factors affecting the team brand experience and sponsor brand experience in the Iran Football League.

Method: In terms of exploratory-applied purpose, the present research is part of descriptive-survey research in terms of implementation method; In terms of the place of data collection, it was a field library and in terms of the method of qualitative research, it was the Glazerian method. The research population comprised 18 academic and executive experts of the Premier Football League of Iran. The sampling method was targeted and available.

Results: Based on the results of the qualitative data analysis from the interview, the experience of the team brand in the Iran Football League in the form of 4 dimensions, including the role of the club (4 concepts), the image of the team brand (2 concepts), The role of sports officials (2 concepts) and maintaining the team brand (2 concepts) is also the experience of the sponsor brand in Iran Football League has 4 dimensions, introduction of the sponsor brand (2 concepts), organization of the sponsor brand (3 concepts), promotion of the sponsor brand (5 concepts) and sponsoring brand institutionalization (2 concepts).

Conclusion: It is recommended that clubs improve the values they provide to their fans by offering seasonal discounts, enhancing communication with players, increasing media relations, and other similar measures that demonstrate their values.
کلیدواژه‌ها
Team Brand Experience؛ Sponsor Brand Experience؛ Iranian Premier League؛ Competitive Advantage
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